This white paper analyzes how consumers and brands use Twitter and discusses opportunities for marketers. Key findings include:
- Over 90% of tweets come from consumers, while only 8% are from marketers. Twitter is primarily a platform for personal conversations.
- Consumers use Twitter to share information and connect with others, while marketers tend to just broadcast messages.
- Only 12% of consumer tweets mention brands, showing brands play a small role in conversations. The top mentioned brands are related to social media, entertainment, and technology.
- Marketers have an opportunity to better engage consumers through two-way conversations on Twitter rather than one-way messaging. Most consumer tweets are conversations with others while most mark